Freedom Grams

SERVICEPLAN GERMANY, Entrant OFF Films, Film Production Company, 86 Tales, Sound Design / Music Company STD.DEV, Web Development Kimera, Design Moby Digg, Design Gaby Inc., Retailer / Manufacturer DiGennaro Communications, PR agency MassiveVoices, Casting Alex Schill, Global Chief Creative Officer, SERVICEPLAN GROUP Shruthi Subramanian, Copywriter, SERVICEPLAN GERMANY Rohil Borole, Art Director, SERVICEPLAN GERMANY Kai West Schlosser, Art Director, SERVICEPLAN GERMANY Sandra Valencia, Copywriter, SERVICEPLAN GERMANY Tanvi Phalak, Creative Intern, SERVICEPLAN GERMANY Camille Nizet, Creative Intern, SERVICEPLAN GERMANY Sanjeeta Saha, Creative Intern, SERVICEPLAN GERMANY Franz Röppischer, Executive Creative Director, SERVICEPLAN GERMANY Lorenz Langgartner, Executive Creative Director, SERVICEPLAN GERMANY Dennis Fritz, Creative Director Video, SERVICEPLAN GERMANY Eduardo Álvarez Luca, Art Director, SERVICEPLAN GERMANY Saurabh Kakade, Creative, SERVICEPLAN GERMANY Taro Taniwaki, Copywriter, SERVICEPLAN GERMANY Naho Manabe, Creative Director, SERVICEPLAN GERMANY Julia Nicolaisen, Head of Sustainability Management, SERVICEPLAN GERMANY Björn Neugebauer, Copywriter, Freelance Daniel Kuhnlein, Creative Code, Web Development STD.DEV Christian Hertel, Vice President of Marketing,  AROYA / METER Group, Inc. USA John Gorman, Head of Content, AROYA / METER Group, Inc. USA Ross Dallaire, Director of Marketing, AROYA / METER Group, Inc. USA Charlie Rohlfs, Senior Communications Manager, Gaby Inc. William Kanistras, Director of Production Operations, Gaby Inc. Michael Clasen, Art Director, kimera Yamen Ibrahim,  Art Director,  Freelance Maximilian Heitsch, CCO, Moby Digg Marco Kawan, Creative Director, Moby Digg Robin Körner, Art Director, Moby Digg Benjamin Taschner, Designer, Moby Digg Lea Vornholt, Designer, Moby Digg Rebecca Burkhardt, Designer, Moby Digg Jonas Rosenwirth, Designer, Moby Digg Ludovico Fantoni, Designer, Moby Digg Lisa Düspohl, Creative Intern, Moby Digg Sophie Juch, Social Media Manager, Moby Digg Frank Gräfe, Illustrator, Eat, Sleep + Design Till Schermer, Illustrator, Eat, Sleep + Design Imad El Rayess, Creative Producer, Salty Fruits Hussein El Rayess, Creative Producer, Aldesign Alaa El Rayess, Creative Producer, Aldesign Ashwin Suresh, Product Designer, Freelance Fabio Ziplies, CGI Artist, Freelance Kevin Riedl, Creative Producer, OFF Films Lucas Bergmüller, Director of Photography, OFF Films Ewelina Bialoszewska, Photography, OFF Films Justyna Dembowski, Prop Stylist, OFF Films Marius Visean,  Set Designer, OFF Films Lisa Früchtl, Assistant Photography, OFF Films Federico Leggio, Motion Designer, Freelance Tom Kubik, Director/Cinematographer, Freelance Felix Tonnat, Camera Operator, Freelance Gordian Gleiß, Managing Partner, 86Tales Reuben Colazo, Sound Mixer, Freelance Mirjam Olga Strzata, Creative Intern, SERVICEPLAN GERMANY Anastasiia Cherniavska, Creative Intern, SERVICEPLAN GERMANY Changkyu Ku, Creative Intern, SERVICEPLAN GERMANY Reinier Wortman, Creative Intern, SERVICEPLAN GERMANY Lorenzo Colnaghi, Creative Intern, SERVICEPLAN GERMANY Silvia Raquel Vega Bellido, Creative Intern, SERVICEPLAN GERMANY Yago Guimaraes, Creative Intern, SERVICEPLAN GERMANY John Gergen, Creative Intern, SERVICEPLAN GERMANY Quentin Lichtblau, Writer, Freelance Emma Stammen, Researcher, Freelance J.P. Escobar, Account Director, DiGennaro Communications Birgit Koch, Head of Corporate Communications Serviceplan Agencies, SERVICEPLAN GERMANY Lee Sharrock, International Communications Officer, SERVICEPLAN GERMANY

While most people in the U.S. enjoy the benefits of cannabis legalization, 40,000 are still in prison for it, forgotten by the public. How can we get those who enjoy cannabis freely to fight for those who lost their freedom for it? Freedom Grams is a cannabis brand where each pack contains the exact amount of cannabis that got someone into prison. But now it can help get them out. All proceeds fund legal action, enabling consumers to use their freedom to free others. The design system is based on prison bars from which generative typography breaks free, symbolizing the project’s theme of liberation. From the packaging, the stories unfold through AR and on a website, with all cases and ways to act: like signing petitions, contacting senators, and joining local groups. The editorial section guides the user through the topics surrounding cannabis in the U.S., with data and evocative photography. Anyone can submit more cases to feature, and anyone from the cannabis industry can use the labels on their products to join the initiative. The custom type has two fonts: extended and condensed. Each character was constructed from two perspectives — from inside the grid and outside to show the contradiction between the treatment of consumers and cannabis prisoners. The brand monogram represents the unusual amounts (in grams) of cannabis, precise up to one decimal point. The matchbook is relief printed and attached to each package, reminding consumers that they can ignite change. The label generator tool allows even non-designers to generate the custom type and create Freedom Grams labels easily. After the launch on 4/20 2022, the first batch sold out right away. Since then, Freedom Grams has already gained considerable public support, 650 million impressions, and several new partners. Along with founding partners AROYA and GABY Inc., the initiative is supported by Dewey Cannabis Co. and Ball Family Farms. In October 2023, President Biden announced the release of all federal cannabis prisoners. While this doesn’t apply to prisoners under the jurisdiction of individual states, this is a big step in the right direction. Freedom Grams continues to raise funds for Last Prisoner Project dedicated to cannabis justice reform.